A By-the-Numbers Look at Hollywood’s Marketing Machine

On the eve of this year's Academy Awards, Adweek has put together this by-the-numbers look at Hollywood's marketing machine. How much do each of the big studios spend every year on marketing their films? Which media get the biggest share, and with which media agencies do the studios partner? Who are the studio marketing chiefs? How much does product placement contribute to the industry's bottom line? What's the biggest growth market globally for the motion picture business? Find the answers to those questions, plus many other facts, right here.

Oscar Nominations:
21, including Best Picture for Captain Phillips and American Hustle, which also earned nods for Best Director (David O. Russell), Best Actor (Christian Bale) and Best Actress (Amy Adams)

Oscar Nominations:
13, including Best Picture for The Wolf of Wall Street and Nebraska, both of which scored Best Actor nods for respective leads Leonardo DiCaprio and Bruce Dern and Best Director for Martin Scorsese and Alexander Payne

Warner Bros.’ Man of Steel picked up more than 100 product partners, earning the studio some $173 million.

Expert Opinion

"The objective [of product placement] is being part of a story, having a relevant role in the story or having the values of the fi lm match that of the brand," says Ruben Igielko-Herrlich , founding partner of Propaganda GEM, the marketing shop that tied Nokia to Man of Steel and whose clients also include BMW and Lacoste. China will become the No. 1 market for Hollywood, he adds, as it boasts more moviegoers than anywhere else on Earth. "There are Chinese brands that we will bring into Hollywood productions, which then are shown in China, and it demonstrates to their own consumers that these Chinese brands are global brands, on par with the aspirational Western brands."

Notes: All data are for most recent period available. Domestic gross includes U.S. and Canada. Percentages may not add up to 100 due to rounding. Media spend relates to the marketing of motion pictures only. Sources: Baseline Intel, Box Office Mojo, Business Insider, Google, Harris Interactive, Kantar Media, Nielsen, PQ Media, Screen Digest, The Hollywood Reporter, Unruly Media, studios, Adweek sources.

On the eve of this year's Academy Awards, Adweek has put together this by-the-numbers look at Hollywood's marketing machine. How much do each of the big studios spend every year on marketing their films? Which media get the biggest share, and with which media agencies do the studios partner? Who are the studio marketing chiefs? How much does product placement contribute to the industry's bottom line? What's the biggest growth market globally for the motion picture business? Find the answers to those questions, plus many other facts, right here.

Oscar Nominations:
21, including Best Picture for Captain Phillips and American Hustle, which also earned nods for Best Director (David O. Russell), Best Actor (Christian Bale) and Best Actress (Amy Adams)

Oscar Nominations:
13, including Best Picture for The Wolf of Wall Street and Nebraska, both of which scored Best Actor nods for respective leads Leonardo DiCaprio and Bruce Dern and Best Director for Martin Scorsese and Alexander Payne

Warner Bros.’ Man of Steel picked up more than 100 product partners, earning the studio some $173 million.

Expert Opinion

"The objective [of product placement] is being part of a story, having a relevant role in the story or having the values of the fi lm match that of the brand," says Ruben Igielko-Herrlich , founding partner of Propaganda GEM, the marketing shop that tied Nokia to Man of Steel and whose clients also include BMW and Lacoste. China will become the No. 1 market for Hollywood, he adds, as it boasts more moviegoers than anywhere else on Earth. "There are Chinese brands that we will bring into Hollywood productions, which then are shown in China, and it demonstrates to their own consumers that these Chinese brands are global brands, on par with the aspirational Western brands."

Notes: All data are for most recent period available. Domestic gross includes U.S. and Canada. Percentages may not add up to 100 due to rounding. Media spend relates to the marketing of motion pictures only. Sources: Baseline Intel, Box Office Mojo, Business Insider, Google, Harris Interactive, Kantar Media, Nielsen, PQ Media, Screen Digest, The Hollywood Reporter, Unruly Media, studios, Adweek sources.